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Business reporter Emer Moreau reported that both Strongbow and Jägermeister decided to pull some of their social media advertisements after complaints regarding their presentation of alcoholic beverages were upheld by the Advertising Standards Authority (ASA). The ASA ruled that two Jägermeister ads implied that alcohol was crucial for social success, which they deemed irresponsible and a violation of the broadcasting code. Furthermore, they stated that a Strongbow ad should be prohibited as it suggested that alcohol could be essential or take precedence in life. Both brands accepted the ASA’s decisions, which were announced on Wednesday.
The complaint regarding Strongbow’s ad was in relation to a sponsored Instagram post featuring comedian Al Nash and the brand’s Strawberry cider. The sketch appeared to be a parody of a scene from a Spider-Man movie, where Nash’s character is taunted by a talking can of Strongbow Strawberry Cider until he gives in and attends a barbecue. The ASA acknowledged that the ad parodied the common dilemma of choosing between social activities and personal responsibilities but concluded that it portrayed alcohol as more important than personal relationships and significant life events.
Addressing the complaint, Heineken UK Ltd, the owner of Strongbow, agreed to remove the post and clarified that the sketch was meant for entertainment purposes rather than making a literal statement about alcohol consumption. Al Nash defended the ad, stating that it was intended to parody a scene from a Spider-Man movie and did not insinuate that alcohol was essential or more important than personal commitments. In a separate ruling, the ASA deemed two Jägermeister ads as banned for depicting alcohol as essential for successful social events and for being irresponsible.
One of the Jägermeister ads showed cupped hands holding a bottle of Jägermeister Manifest with the caption “Manifesting the best nights of your life”. The other ad displayed a bottle of Jägermeister under a silver cloche, with the caption “Jägermeister, serving the best night of your life.” Mast-Jägermeister UK Ltd responded to the ruling, stating that the term “manifesting” was linked to the product name Jägermeister Manifest and accepted the ASA’s assessment, consequently withdrawing both ads. The BBC reached out to Jägermeister and Heineken UK for comment on the matter
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